FIDO ROGERS
Fido20 — Anniversary Brand Campaign
ART DIRECTION & VISUAL DESIGN · CONTENT STRATEGY · VISUAL STORYTELLING · 360 CAMPAIGN DESIGN & EXECUTION
DESIGN SYSTEMS & TEMPLATES · BRAND PLATFORM · PROCESS IMPROVEMENT
CHALLENGE
For Fido’s 20th anniversary, the objective was to celebrate a major brand milestone in a way that felt contemporary, human, and embedded in the everyday culture of a younger generation — while still reinforcing familiarity and loyalty with long-time customers.
The campaign also needed to support the broader evolution of the brand platform and visual identity across multiple channels and experiences.
APPROACH
Art direction and concept development focused on evolving Fido’s visual language into a more expressive, character-led system rooted in humour, warmth, and cultural familiarity.
Centered around Squat the Jack Russell, the campaign turned the anniversary into a fun & living brand story, one that could move fluidly across TV, digital, social, OOH, print, in-store, and experiential formats.
This expanded into a Canada-wide Airstream tour and a 20-day Spotify music hub, connecting the celebration to everyday cultural touchpoints through curated artist content and shared moments of discovery.
IMPACT
The campaign strengthened Fido’s relevance by turning a milestone moment into a culturally active brand experience rather than a retrospective celebration.
It deepened engagement across both new and existing audiences, reinforcing loyalty while expanding brand affinity with younger segments.
Across channels, the work elevated perception of Fido as a more expressive, culturally embedded telecom brand with a distinctive and enduring personality.
